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Victoria's Secret Says Brand is Too Sexy

Victoria's Secret Doesn't Want to Be Too Sexy

Sharen Turney, chief executive of Victoria's Secret, has proclaimed that the brand has become "too sexy" and thinks the company should get back to its more sophisticated roots. The comments were made yesterday during a call with VS investors — the company had some explaining to do after reporting Wednesday a 12% decline in its fiscal fourth quarter net income.

The chief executive said that the brand strayed from its "ultra-feminine" image and started overusing "sexy" after the release of their successful Pink line. That line is aimed at college aged consumers and it triggered the rest of the company's designs to veer on the side of really young, too. She said that the 2008 Super Bowl commercial exemplifies the "less seductive" image that Victoria's Secret will take on going forward.

Do you think that the commercial varies greatly from their traditional sexy-fied marketing techniques, and would you be more likely to buy VS lingerie if they can get away from their Pink-tainted past?

Join The Conversation
sugajen sugajen 9 years
*as= ad
sugajen sugajen 9 years
This as is lame. Very boring for a v.s. ad. They still have the half naked super model. They just took away the glam.
freegracefrom freegracefrom 9 years
That and the stupid Victoria's Secret Runway Show they have on tv every year... you KNOW that's just for men to ogle models in underwear. I don't know why we all continue to buy into that crap. It turns me off to the brand.
freegracefrom freegracefrom 9 years
I just think the PINK thing is pretty dumb and overall, it's too expensive for me.
MollyElizabeth MollyElizabeth 9 years
I think they just need to start selling a full range of bra sizes! Too many women in the US wear a bra that is too small & I think they are partially to blame on most of us not knowing about the DD+ range before we find ourselves there.
demeter demeter 9 years
I love VS. I'm not one to critique every thread on a piece of clothing so I have no idea about the quality. It's great as far as I'm concerned.
JessieSP JessieSP 9 years
Bellasugar "their interpretation of "sexy" is so man-focused." Longhorn_sugar "their commercials are borderline pornographic" I completely agree with you too. I never had a big problem with VS but now I do. They seem to think more of the men than they do us. Who wants to wear something too uncomfortable? He might see it as sexy but we feel awful until that thing comes off.
Kaciegrrl Kaciegrrl 9 years
I've been shopping at VS since college, but this whole Pink thing has totally changed the experience and the product lines. I wish they would get rid of it and bring back actual lingerie and the endless tables of cute panties sans the word 'PINK' splashed across the a$$.
PBarranco PBarranco 9 years
I don't know if it's just me, but I found the suggestive nature of the ad with the slow motion even sexier than their prior ads.
longhorn_sugar longhorn_sugar 9 years
i can't stand VS. their commercials are borderline pornographic, and there are better undergarment out there - HOORAY for Gap Body! I have to give them props though for showing healthier models. these women are curvier than most in the industry, and we've all seen them scarfing down pizza and ice cream. kind of cool.
Daisie Daisie 9 years
I used to shop there when I was in college and I got some cute/sexy things for myself. However, I have not shopped there in quite some time. The Pink thing is a travesty....why must we sexualize young teens? They might be having sex but why must they look slutty and cheap? That stuff is "aimed at college age" but we all know it's adored by 14 year olds. Besides, you can find cute/sexy things at just about any store, like Target. I'd rather save my money for a few high-end La Perla.
twentyducks twentyducks 9 years
I used to like VS, until they started making those all of their bras with that molded foam, which I find terribly uncomfortable. I don't fit in the PINK stuff either. One day I went in to look at some and when I told the sales clerk which size I needed she looked at me all snotty and told me "these bras are marketed toward a more youthful customer." I was 19!
uptown_girl uptown_girl 9 years
Ugh, I can't stand the Pink stuff... But oddly, I do buy their basic Pink undies, the ones that are usually 5/$25. I only buy then b/c they are comfy & cheaper than any other ones. But as for the sweats & all that crap, I can't stand it! Perhaps their sales are down because their Semi-Annual Sales have SUCKED the past 2 years at least. I used to get SO psyched up for it, and spend around $100 - $200 at each sale, which included 2-3 bras. The past two years at both the summer & winter sales, I walked around LOOKING for ANYTHING to buy, and haven't found a damn thing. For me, their quality is pretty fine/decent, but I just refuse to pay full price for any of it. PUSH PINK OUT! (Except the cheap undies!)
poizenisxkandee poizenisxkandee 9 years
i dont think theyre too sexy at all; and in fact are just getting to o juvenile and preppy. when i think sexy i think of fredericks, agent provacateur, that kinda stuff. they sell whips and crotchless garments. (dont think its TOO sexy at all, i love that kind of thing, for sure. ive started to go there over VS lately). victorias secret's pink line, which seems to be uber popular; is essentially marketed at 12 year olds; which isnt sexy. i love VS, dont get me wrong, but i really dont see how theyre being too sexy...but i do agree they need to get back to sophisticated roots. 12 year olds are the anti sophisticate. sophisticated makes me think of la perla... you know what i mean?
GeriAnne1932 GeriAnne1932 9 years
I guess as a 27 year old, I get so annoyed shopping at a store filled with 13 year giggling girls when I'm trying to find a great bra...particularly when they are looking for XS and I am desperately digging for something that will cover my ass....if they want to cater to women, they need to offer underwear and bras that FIT WOMEN, not girls. And it would be nice if those underwear and bras were cute and sexy, and not the dull colors. Non-size 2 girls have sex and want to be sexy with their men too... (no offense to the 13 year old readers...) p.s. People with very large chests or plus-size bodies should check out Cacique stores. They have a much more curve-friendly collection and it's not just plus-size sizes...and the women there know how to fit you.
bethany21 bethany21 9 years
I actually love VS, but it has gotten to the point with PINK and the atrocious Pout line that the really good stuff is shuffled to the back of the store or rarely gets allocated enough space. HQ really pushed PINK and the more youthful stuff (Pout, Sexy Little Things), to the extent that the store I worked at was receiving more boxes of tacky sweatpants than we had room for...meanwhile, we were running low on the cotton bras and shapewear that VS is known for doing well. VS has great, affordable stuff. Granted, Target knock-offs of the styles are cheaper, but a VS bra will last forever. The sad thing is that all the good stuff has been pushed to the back for the tacky, trendy stuff. Good for Sharen for understanding a change was necessary! Next time y'all need a good bra, I recommend walking straight past the chatty sales associates and the garish colors in the PINK room and going straight to the little, usually beige and understaffed room in the very back. That's where the real women's stuff is. ;) P.S. In the interest of full disclosure, I haven't worked there in a year or so. I just really do love it that much.
Leilanic1 Leilanic1 9 years
funny i've never thought of vicky's as the place to go for 'sexy' lingerie. i buy my undies, bras and pj's there and occaisionally clothes from the catalog but usually buy sexy lingerie from fredericks. i think if they went more towards the agent provacateur side which is sexy with and edge they would boost sales. the problem i've found is the prices are really expensive! $54 for a bra! Craziness! I don't mind spending that if the quality is awesome but their bras tend to fall apart in six months or less.
7bits 7bits 9 years
haha - I called it! yes?!
gabiushka gabiushka 9 years
Bad quality, overrated underwear.
seryscarlett seryscarlett 9 years
Their stock all seems aimed at middle school kids now. I went in last night with DH & we couldn't find anything. Call him crazy if he doesn't find a neon lime green bra sexy.
Beauty Beauty 9 years
I think VS is so, so juvenile. Their bras are poorly made, overpriced, and their interpretation of "sexy" is so man-focused. I go in once a year or so, but I haven't bought anything in years.
erratic-assassin erratic-assassin 9 years
TidalWave....I LIKE the quality, it's OKAY FOR ME....what's wrong with that? lol i thought everyone was entitled to their own opinion. I agree isabella531.
isabella531 isabella531 9 years
Thank god they're now getting some insight, don't get me wrong I like the fabrics and fit for some of the Pink undies but the colors are insance...I don't mind spending money on quality things but they really need to focus on classic stuff..we don't all walk around looking like super
i-am-awesomeness i-am-awesomeness 9 years
Their prices are indeed very high. But I have heard many times about how good the quality is, so I just believe in shopping during sales :) haha. Anyways, there's a place for the more sophisticated and somewhat trashy at VS. After all, whether or not lingerie is trashy is pretty much a subjective thing.
bellaressa bellaressa 9 years
I agree with you LVBelleAme, I don't mind spending $ 50 or $60, I spend that anyway. But, if there quality is not good then I refuse to buy cheaply made bras. I believe in quality for bras.
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